Digital Marketing to Life Scientists: What’s In, What’s Out

Scientists were among the first to use the Internet to publish and share information and to communicate with each other. The suppliers of lab instruments and consumables were among the first to identify their customer’s digital behavior and respond with email marketing to direct them to the earliest online catalogs and e-commerce systems. This evolution continues today with suppliers and scientists alike. As scientists take advantage of new digital media their suppliers respond with new ways to inform and influence their customers online.


Digital marketing is the art and science of promoting products and services using a variety of digital channels to target prospects at the right time through their preferred channel. Scientists access these different channels via desktops, tablets, and smartphones. When executed properly, a digital marketing program will deliver highly personalized content and promotions rendered appropriately for the device on which it was accessed.


The latest report from BioInformatics LLC – Digital Marketing to Life Scientists: Building Digital Loyalty – is now available at our website. We surveyed more than 1,000 scientists from around the world to understand which digital marketing techniques are most effective in helping the, find, buy, decide and use laboratory products.


In this one-of-a-kind report we cover all the most important elements of digital marketing, including Search Engine Optimization, social media, email, mobile, video, webinars, websites, and content marketing. The scientists responding to this survey described their use of each of these channels, how they use them, and the forms of content they are most interested in accessing. Moreover, we include trending data from our 2013 report so your marketing team can see which techniques have grown more popular and which have fallen out of favor.


The report identifies where (and how) scientists spend their time online to Find, Decide, Buy and Use products for their labs. Rather than trial and error (and hoping for the best), suppliers can use this primary research to structure their digital marketing strategy in a way that enables scientific customers to identify products relevant to their work, choose your brand over the others, and engage with your company in a way that builds enduring loyalty.